EMAIL OPTIMIZATION - PRINCESS CRUISES

The Job:

Identify the most user-friendly, effective and mobile optimized email strategy by using design science!*

*Which is sometimes more "art" than "science." A subtle but important distinction.

Princess cruises engaged us to improve their email creative performance in three ways.

Iterate exisiting designs for desktop into mobile and tablet versions.

Identify design changes that would improve conversion potential.

Make all emails compliant with the American's with Disabilities Act.

The first logical step we took was to familiarize ourselves with the Princess Cruises brand. We were fortunate to work hand-in-hand on this project with their excellent creative team, which was a welcome resource as the emails had to adhere to a very strict visual identity.

Additionally, certain content was mandatory for each email send, so one of the challenges was how to fit all that content into the templates in a mobile friendly and intuitive way

We tackled this challenge by developing a mobile ready template library that could be re-used depending on the campaign.

In order to find the right color-combos that would meet all of the design goals, we decided to test some branded colors in call to action (CTA) buttons in two qualititative ways:

1. A series of user preference tests to see which button colors users preferred.

2. A color contrast test to see if the most desirable button color was ADA compliant.